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Qantas Has 'Epic PR Fail' With Twitter Campaign

It's not a great time to ask customers to tweet 'luxury' suggestions
By Matt Cantor,  Newser Staff
Posted Nov 22, 2011 2:35 PM CST
Updated Nov 27, 2011 7:07 AM CST
Qantas Luxury Contest on Twitter an Embarrassment
A man waits at the Qantas terminal at Sydney Airport for Qantas to resume flying on Oct. 31.   (AP Photo/Rick Rycroft)

(Newser) – It’s been a rough stretch for Qantas. First, the Australian airline abruptly stranded customers around the world amid a contract fight with its unions; then those talks collapsed entirely; this week, the firm ticked off customers again with a contest on Twitter. It asked people to tweet their “dream luxury in-flight experience,” and customers were happy to oblige, Reuters reports. One wrote that luxury was “more than 3mins notice that the whole airline is on strike."

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Another wrote that Qantas luxury was “being stranded on the other side of the world without warning when you just want to get home to your 10-month-old daughter." And on and on. PR experts called it a disaster. “Epic PR fail, excellent case study in corporate cultural tone deafness. Simply don't get it,” said one. Qantas sounded unfazed, however, coming back with a joke: “At this rate our #QantasLuxury competition is going to take years to judge.” (Read more Qantas stories.)

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